If this is true, then I LOVE this, and I hope that Nike embrace it. Two filmmakers were asked to make a film for Nike (I assume about the FuelBand, but I’m not sure…). Instead, they put that money to getting around the world in the shortest time possible. (Which happened to be 10 days). It looks like alot of fun, and while some of the motivational quotes might not look out of place on a Athena poster, they most certainly have the desired effect, as well as showing how flexible (and therefore; awesome) #makeitcount is as a call to action.
We all know Nike for it’s punchy, full-bore advertising. From Write the Future to ‘No Excuses’ and the (literally) hundreds of others, everyone has a favourite, where it gets the hairs on the back of your neck up. So it was rather surprising to find this running ad buck the trend so completely. On the one hand, this is a very well executed ‘ad’ (at 2.30, it feels more than a little flabby), on the other this feels so unlike Nike. Sure it has great production values, but the song, the love story, it all feels very out of place in a Nike ad.
But you’ll keep watching. Some of the copy lines are great, and the Forrest Gump-ness of the whole ‘run across America’ thing is nicely captured, and overall, it just sort of makes you smile. Will it fit into the great pantheon on Nike ads? No. Does it fit with a brand that consistently delivers surprising ideas and takes chances? Yes. Judge for yourself.
Nike seems to be on a roll at the moment. Beyond their usual epic TV and print campaigns, we are seeing some gorgeous stuff being produced further down the food chain. The (re)launch of 1948 London, with the fabulous iPad app and website to go along with the Shoreditch space, has created a real buzz around London again. This hyper-detailed account of the making of the awesome Nike Better World website shows off Nike’s commitment to innovation in whatever medium going.
But, while we marvel at these pieces of creative execution, it’s easy to forget just where all this innovation stems from. The shoes. It seems to be that there is a rather interesting innovation unit buried deep within the Beaverton headquarters, called, aptly, ‘The Kitchen’ (Official title: Nike Sports Research Lab)
Helpfully, The Kitchen has decided to show off a little bit of it’s wares. Channeling ‘Tales From The Crypt’, A psychedelic smorgasboard similar to ‘The Electric Company’ (with a soundtrack lifted straight from Henry Mancini’s The Pink Panther). Tales From The Kitchen tells the story of Nike Hyperfuse. And what a story it is. This is such a fabulous piece of work, because not only does it show you what makes the Nike creative process tick, but also shows how great creativity happens, testing, tweaking, exploring, digging. The animation in all it’s psychedelic glory, cuts away the marketing fluff, and shows just why Nike is always at the forefront of Innovation.
Really nice use of Facebook here from who else but Nike.
To engage young people in Amsterdam in running, Nike Running created a platform within facebook that allowed users to create their own routes, but with a twist, more graffiti designs than just simple running routes. Skulls and Space Invaders were just some of the routes created.
Building on the digital community that had participated in the campaign, Nike provided the a space to gather in the real world; ‘The Runhouse’ became a venue for people to join in their customsied runs together, as well as a space to hang out, and enjoy the some benefits of being part of this community.
It’s a smart idea that builds on the mature platform of Nike+ (which attracts a slightly older, and more hardcore running demographic) and adding value offline that helps make it a more rounded and interesting platform. Which really is the most exciting thing about this, another example of advertising and communication beyond the campaigns and into added value platforms. Building ‘things’ that people use, not just view.
More Nike love this week, this time from the ‘Destroyer’ range. Profiling the nightime shenanigans of Amsterdam. Beautifully shot, and full of ‘Warriors’ style menace. The music really help too.
Here are two ads from the biggest sports brands in the world. One, is a grandly produced, epic, hyper edited monster, covering seemingly every single touchpoint, from fashion, to subculture, to sport and back, soundtracked by one of the worlds most recognised ‘hipster’ bands, that all rolled into one, is designed to hit you with the force of truck.
The other is made up of old recycled ads, from a treasure trove of over 25 years.
Nike’s new ad hasn’t really had a huge amount of airplay. (That I know of) The theme of the ad (sustainability and Nike’s green credentials) could well be the reason for this, although that doesn’t reduce it to mere throwaway artefact.
The thing that struck me was the power of consistency.
Nike has it in spades. Adidas is seemingly still searching for it.
Nike ads/sites/print/etc. While each unique, are fused with the consistency of the brand. Each creative output, epitomises ‘Just Do It’ (Even though that line hasn’t been seen around in a while) They have daring and provocation hardwired into them.
Adidas has none of this. This might be overly harsh on one of the worlds biggest and most well known brands, but what DOES Adidas stand for? Sure this Ad, in it’s attempt to capture the vastness of it’s world, and tie it all up into a catchy little slogan, is slick, epic and packed full of high energy, but it still feels like a transient campaign, not a definition of WHO they are, and what they stand for as a guiding principle.
Adidas might have the buzz, but Nike has the substance. That’s where the Brand plays a role beyond campaign. I think I’ll go with the substance every time.
